Quidco, the UK’s leading online cashback website, has launched a football-themed digital promotion to drive brand awareness this summer.

Players of ‘Quidgoal’, hosted on the brand’s site, must complete a footballing challenge for the chance to win instant cash prizes.

There are three challenges in total: taking penalty kicks, saving penalty kicks and evading tackles. Players are assigned one at random, and must complete it to stand a chance of winning a share of the £25,000 prize pot.

Repeat plays are unlimited, meaning users can increase their chances of winning by playing multiple times.

Users must be signed up to Quidco’s free service before they can participate, as winnings are deposited directly into their Quidco accounts.

The Quidgoal experience can be played on both desktop and mobile devices. A dedicated campaign to drive traffic to it will incorporate email, social media and word-of-mouth.

Quidco partnered with creative agency Ready on the campaign. Ready has previously helped Quidco use gamification to drive awareness of its service around seasonal events including Easter and Christmas.

Ready’s creative director Jake Xu said: “Creating a highly addictive game that offers instant cash prizes is the perfect way to showcase just how simple it is to earn cashback by shopping online through Quidco.”

The campaign, which launched this week, will run for three weeks.

It is sponsored by several of Quidco’s retail partners including Littlewoods, Microsoft and Paddy Power, generating exposure for each brand and encouraging members to earn cashback by purchasing from their ecommerce sites.